Celebritizing The Presidency: Origins And Outcomes

It's 2024 and in the battle for presidency we now have a certified celebrity (and former president) running against a wannabe celebrity who's launched a pop up campaign built around imagery, sloganeering and cosmetic promises.

And we just witnessed the routing of a sitting president, triggered in part by an op-ed penned by the celebrity pal of the victim's former running mate.

How did we get to this point? How did the Presidency of the United States become celebritized?  Because, make no mistake, that's where we're at.

In the modern era of mass communication it all started with Franklin D. Roosevelt and the emergence of radio. In Roosevelt's day, radio was the most powerful medium imaginable. For the first time, the president could enter your living room and speak directly to you. You could hear his voice, live on the radio. His cadence, his tone, his feelings and his emotion became reachable, touchable, real. And FDR mastered the power of radio with his legendary fireside chats.

Radio is what they call a "hot" medium. It's intimate and engaging because it requires the listener to imagine the appearance, the movements and the mannerisms of the person whose voice comes through the speaker. FDR understood this and he tailored his messaged warmly and informally as if he were having a conversation with one person, sitting right beside him.

Roosevelt also surrounded himself with famous friends. He welcomed the support of Mickey Rooney and Judy Garland, the most popular young movie stars of the era and he made sure to be seen not just with them but with the then reigning "King of Hollywood" Clark Gable as well as other stars of the 1930s and 40s. Roosevelt often colluded with the big Hollywood studio bosses and was regularly featured on the silver screen in the filmed Movietone News that was the in-theater precursor to television. FDR's face, his distinctive profile, his voice and his moving image were everywhere. He was the first celebrity president of the electronic age.

In the years that followed Roosevelt's death it was hard for any leader to match let alone eclipse his celebrity.  True, Harry Truman played the piano while Lauren Becall sat atop the spinet and swooned. And Ike brought an iconic smile and the first Madison Avenue produced TV spots to the presidency. But it wasn't until John F. Kennedy in 1960 that celebrity reached a new zenith in the oval office.

Few people recall that among his many other endeavors, Kennedy's millionaire dad, Joseph P. Kennedy was a Hollywood producer. The old man was determined that his strikingly handsome young son would become the leader of the free world. So John Fitzgerald  "Jack" Kennedy was given the moniker JFK and presented to the public via the best image-makers money could buy. He was dressed by the finest tailors, photographed by world renowned photographers, depicted in the most eye-appealing settings, seen with all the right people and armed with the words and witticisms of America's top speechwriters and wordsmiths. America was sumptulously seduced.

Just as FDR mastered radio, JFK was the first president to master  the world of television, a "cool" medium which perfectly suited Kennedy's magnetic presence. Of course, it helped that Jack Kennedy was also smart, charming and married to a beautiful, classy, worldly woman who gave birth to two adorable children. And it also helped that he hobnobbed with the likes of Frank Sinatra and the Rat Pack while she brought artists such as Pablo Casals into the White House to perform. They probably single handedly popularized the word glitterati. And all of this reached a dazzling crescendo on May 19. 1962 when Marilyn Monroe sang "Happy Birthday, Mr. President" before a captivated crowd at Madison Square Garden. That was the night that celebrity and the presidency were as tightly bound as Marilyn and her dress.

Still, it took another 20 years for America to crown its first genuine celebrity president by bringing an actual, verified, rock-solid Hollywood star into the White House. And, as the late producer, director and actor John Houseman would say, Ronald Reagan "did it the old-fashioned way, he earned it." Reagan served eight tumultuous years as Governor of California and didn't win the White House until his second try when he was nearly 70 years-old.

By the time he became president Reagan had been a celebrity for nearly four decades. He was comfortable with fame and all its trappings. Indeed, for the better part of his life, that's all he knew. On top of that, he had already mastered radio (he was an announcer and a sportscaster) the movies (he appeared in more than 50 films and helmed the Screen Actors Guild) and television (he hosted and appeared in a top-rated TV series). This made Reagan a triple threat and established him as The Great Communicator. 

And let's not forget that First Lady Nancy Reagan had herself been an actress and had appeared on stage and in the movies. So, this pair needed little or no media training, that's for sure. And while Hollywood stars and other celebrities remained within their galaxy, the Reagans were mostly unfazed by Tinseltown's glitz and glamour. They'd been there, done that. And this is precisely what set them apart.

As they sat in front of the tube each evening and ate their dinner off of TV trays, Ronald and Nancy Reagan wore celebrity like a set of snuggly jammies. In the process, they gave celebrity the one thing it most sorely lacked -- credibility! Knowingly or not, they opened the door to the possibility of a President Donald J. Trump.

Like Reagan, Trump was a celebrity for many years before he sought the presidency. And like Reagan, he was (and is) comfortable with his own fame. Like Reagan he was successful in several other endeavors before he sought the White House. Like Reagan, Trump had also been a TV host and star of a top-rated show. And like Reagan, Trump has sought the presidency more than once. Beyond all that, both men have been the target of an assassin's bullet and both men survived.

The difference is this: Donald Trump has taken the credibility that the Reagan's gave celebrity and he's made it familiar and accessible. Trump's authenticity is on display 24/7 for everyone to see. And Trump has weaved all this into a powerful movement based on the sort of bedrock faith that creates an army of true believers. 

Not since FDR has America seen this sort of trust in one personality. Not since JFK have we seen this sort of affection for an imperfect but nonetheless compelling public figure. And not since Reagan have we seen have we seen this sort of adulation. 

Of course, between Reagan's departure from office in 1989 and the emergence of Trump in 2016 we did have the era of Barack Obama. But for all its flash and graphic messaging, Obama's presidency lacked the depth of Roosevelt, the panache of JFK, the comfort of Reagan or the daring of Trump. Indeed, while Obama wrote about audacity President Trump continues to define it.

Where does all this leave us? Well, we now know that celebrity, embodied by the right personality, is more than skin deep. It's more than surface celebrity. It's powered by ideas, aspirations and character. It reaches us on a visceral level. And all this is part of its allure.

Now combine this with power -- real power, as in the Presidency of the United States -- and you have something that's transformative.